So who are they making $50+++ BC wines for any way?

So I read in the local paper recently that one of BC’s biggest, highest profile wine producers has decided to launch a new brand. It will only be available on-line or at restaurants and be priced — I assume for the on-line purchases – from $85 – $120. I expect restaurants would at least double that price.

When I saw this, I was flabbergasted! It adds to a growing number of BC wine producers who are making wine for sale at $50 or more (sometimes a lot more).

Now, I have ranted about BC wine prices before. But after another cup of coffee (and a few deep breaths), I thought of another question – who exactly are these wines being made for any way (regardless of whether they are worth the price or not)?

The ‘casual’ wine drinker? I don’t think so. Few would go over $20 for a bottle of wine (let alone $50++).

The average wine dweeb like me? Again, I don’t think so. When I get to the $50 level – which isn’t very often for my cellar – I think about wines I know are great and will age well. Like northern Rhones (Hermitage, Crozes Hermitage, Cornas, Cote Rotie), southern Rhones (Chateauneuf du Pape, Gigondas), Barolos, Barbarescos, Brunellos…All of these have proven histories. The BC wines in question…not so much (if at all). So I am supposed to trust my money on that?

As gifts, perhaps, to wine dweebs like me? Perhaps…although if you know the wine dweeb well, you probably also know the kind of wine they value…and it wouldn’t be these wines.

For restaurant diners, then? Well, at 250 % average markup…I doubt it. If I am going to spend $150 or more a bottle (and that is a big if), I am going to buy one of the wines I mention above!

That leaves me with…tourists particularly those from countries with favourable currency exchanges and/or who want to bring a ‘special’ gift home.

And there it was – bingo! That must be the market!

If that is the case, so be it…and I wish the producers all the best. But I would also offer a warning, and a concern.

The warning? I see lots of those $50+ wines languishing on Liquor store shelves, and assume that is also the case at the wineries themselves. But if the wineries want to take that risk, it is their money!
My concern, however, is bigger.
There are more and more amazing BC wines being made for $20 – $40. Even in a restaurant, they represent good value for money. My hope is that flashy marketing campaigns for more expensive – but not necessarily better – wines won’t mean residents and tourists miss out on what is really the ‘best in BC’!